Marketing de negocios

Páginas: 15 (3671 palabras) Publicado: 7 de noviembre de 2011
Lecturas complementarias de artículos en inglés:

Bowonder, B., Dambal, A., Kumar, S., & Shirodkar, A.. (2010). Innovation strategies for creating competitive advantage. Research Technology Management, 53(3), 19-32. ABI/INFORM Global. (Document ID: 2063390621).

Lisanti, T.. (2010). Disney's New DECADE. License! Global, 13(2), 34-37. ABI/INFORM Global. (Document ID: 2040431831).Johnson, L.. (2003). Dueling pricing strategies. MIT Sloan Management Review, 44(3), 10-10. ABI/INFORM Global. (Document ID: 324580901).

Jørgensen, S., Taboubi, S. & Zaccour, G. (2001). Cooperative advertising in a marketing channel. Journal of Optimization Theory and Applications, 110(1), 145-158. ABI/INFORM Global. (Document ID: 945081601).

Sabrina M Neeley, & Tim Coffey. (2007).Understanding the "four-eyed, four-legged" consumer: a segmentation analysis of U.S. moms. Journal of Marketing Theory and Practice, 15(3), 251-261. Retrieved October 18, 2010, from ABI/INFORM Global. (Document ID: 1296967261).

Dueling Pricing Strategies
Everyday low prices vie with aggressive promotional pricing in an
increasingly competitive retail environment.
The world of retailprice promotion has
split into two distinct blocs. While everyday
low pricing (HDLP) has vaulted some companies
to the top of their sector, the use of
promotional pricing (for example, discounts,
regular specials and one-time clearance
sales) has also intensified. Seasonal
markdowns arrive earlier each year, and the
amount of marked-down merchandise has
seen double-digit increases.Promotional
tactics — from coupons and direct-mail
offers to e-mail invitations to sales and
sweeter loyalty rewards —have proliferated.
Meanwhile, retailers seek to determine if
the dollars pouring from their promotion
budgets are paying dividends or merely
eroding already tight margins. Longtime
heavy price protnoters wonder if a shift to
EDLP will hone their competitive edge. Or,
if they stickwith promotional tactics, they
must decide what proportion of their prices
should be promotional, how deeply should
they discount, and whether they should
advertise both sale prices and everyday
prices. Retailers struggle to address such
problems with little information about how
price-promotion strategy affects sales volume
and how competitors will respond.
A new study, "When Does RetailPrice
Promotion Make Sense?" presents a framework
to help retailers evaluate, fine-tune
and even radically shift their approaches to
price promotion. The authors, Kathleen
Seiders, associate professor of marketing at
Babson College and Glenn B. Voss. associate
professor of husiness management at
Nortb Carolina State University, examine
the pricing and promotion strategies of 38
U.S.retailers in 11 retail sectors representing
key national competitors (for example.
Circuit City and Best Buy in consumer electronics,
Kmart and Wal-Mart in the discount-
store sector, and Lowe's and The
Home Depot in home improvement). On
the basis of their analysis of advertisements
placed during a five-quarter period, the
researchers scored each retailer's price-promotion
strategy on threedimensions:
price-variation policy {ranging from "everyday
pricing with no variation" to "promotional
pricing with frequent variations"),
pricc-prornoiion volume {nmouni of advertising
dedicated to communicating a price
promotion) and depth of discount (average
magnitude of discount offered on featured
sale items). The authors then used the three
scores for each company to calculate eachsector's overaU promotional intensity index
Next, they rated each sector on two
criteria: assortment overlap (how closely
retailers' product assortments resemble
one another) and iissorlment tifespmi (hi)w
quickly a typical assortment loses value or
becomes obsolete). In the authors' view,
the effectiveness of a retailer's price-promotion
strategy hinges on how well that
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